Traditional advertising gets forgotten often by small businesses but I am here to tell you that TV and traditional advertising is not dead! That’s why I wanted to talk about the right way and the wrong way to buy TV Advertising.
Let’s start with the wrong way. It isn’t wrong if you are buying a specific number of spots. Just because you have an offer to have 100 spots for a low price, even if it sounds amazing, the spots might be running in the middle of the night when no one is watching. Also, the number of spots doesn’t tell you what type of audience you are reaching and if you will even get in front of your target market.
Now, how should you buy TV? You want to buy it on rating point. Rating point is really just telling you what percentage of people within your target audience are watching a specific channel. If you are buying on rating point, you will know that you are reaching your target audience and you will be able to tell if you are getting a good deal of not.
If you can’t afford to buy at least 50 rating points within your target audience every week, then you should’t be utilizing TV advertising but instead use digital advertising.
Ready for a real life example? Recently, one of our clients was looking into TV advertising. The local station offered her this “amazing deal” of 100 spots during the Olympics for only a few $1,000. However, when we came back and asked about the rating points- we realized that it was a total bust and wasn’t an amazing deal at all. If we would have just believed that we were getting so many spots during the Olympics, we could have potentially wasted thousands of dollars – which is huge money for small businesses!
If you want to know if the agency you are working with is a really good agency, they should be sharing your cost per rating point in order to see if you are getting a great value or not. If you are searching for a new agency, you should be asking them to see example of past TV advertising that they have done!
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